Optimize your ad rotation for clicks or conversions. Optimizing your ad rotation will allow the system to serve the ideal ad for the specific circumstances of each auction.

Implement 3-5 ads per ad group. The more ads that are present in an ad group, the more options you’ll have for success in an auction.

Implement at least 4 extensions for each campaign/ad group. At the time of each auction, your ad unit will be assembled with the most appealing extensions. More eligible extensions give your ads more opportunity to meet users’ specific needs.